Marketing Is In The Packaging Too

While we seem to get lots of guidance regarding our “personal” first impression, what seems to be lacking is our first impression regarding presentation opportunities, delivery of special client gifts, sponsorship packages and presentations, new Board Member guideline packaging, and much more.

Let’s take a marketing strategy presentation you are putting together for a potential new client. You and your partners are professionally attired, the conference room is neat and ready, your PowerPoint is flawless….but what differentiates you from your competitor. Sure, the difference is hopefully within the presentation itself, however, what has captured their attention right at the START.

You probably spent a whole lot of time, getting yourself presentable and groomed perfectly just prior to the meeting. Why not treat the presentation itself to a “makeover”. If you just stapled a few pieces of paper together and have them follow along with your PowerPoint presentation, you have done nothing to capture their immediate attention. As soon as they walk into that room, your potential customers have to be drawn in by some sort of creativity. Perhaps those same papers spiral bound in a journal with your company name on it. How about laminated and held together at the top lefthand corner by a metal ring. If prefer a binder….make it a full color binder with your company name welcoming the potential client. Have notepads at each seat that are personalized for each attendee.

When creativity like this is shown, it becomes immediately evident to them that you will go the extra mile for any project they ask you to work on. As they walk into the conference room, they will be remarking how great the table looks set up to greet them. If they don’t say it, believe me they are thinking it.

Same with sponsorship packages. Don’t be like everyone else. Make your package so interesting it will stand out on the potential sponsor’s desk. You know they get numerous requests and everyone’s multi-tasking these days. The individuality of your “ask” will put you on top of the pile. Easiest way to get creative with your sponsorship packages is to come up with a theme. If it is a get healthy initiative by moving more….tie your sponsorship package with sneaker shoelaces with your name repeating on the laces. If it is a beautification project, put all your sponsorship materials in a “collapsible” foldable vase that can be brought to a potential sponsor or mailed. Golf events specifically appeal to sponsors but why choose yours? Capture their attention by mentioning 18 reasons they should sponsor your golf outing…..BUT printed on a velour Golf Towel.

About Diane MeyerDiane has more than 30 years in the corporate environment as Marketing Manager, Marketing Training Director, Advertising Manager and PR Manager for such companies as Celanese Corporation, BJ’s Wholesale Club, Kimberly-Clark Corporation and The Money Store. More recently she served as Executive Director of Community Health Campaign overseeing all the marketing efforts for 13 health agencies. In 2005 she started her own Marketing/PR firm, Marketing by DM. Her client list consists of small and large businesses from all over the United States. She assists clients with their marketing and promotional efforts while also recommending programs to reward employees, branding efforts through promotional products and events/PR efforts.